2019 Winners & Shortlists

#POSTWISELY "IF IT WERE YOUR PAIN. WOULD YOU SHARE IT?"

BrandDU TELCO
Product/ServiceDU TELECOM
EntrantLEO BURNETT DUBAI, UNITED ARAB EMIRATES
CategoryCorporate Social Responsibility
Idea Creation LEO BURNETT DUBAI, UNITED ARAB EMIRATES
Media Placement HEARTS & SCIENCE Dubai, UNITED ARAB EMIRATES
PR MSL Dubai, UNITED ARAB EMIRATES
Production BIG KAHUNA FILMS Dubai, UNITED ARAB EMIRATES

Why is this work relevant for Brand Experience & Activation?

Our campaign was deeply linked to the modern culture of posting and sharing content online. Our executions took direct inspiration from the types of content that people were consuming, resulting in unskippable ads that racked up above-average view-through-rates. We used the power of technology to target people at specific moments, to influence and change their online behavior. Above all, du Telecom became the first telco brand in the world to tackle the issue of people capturing, posting, consuming and sharing graphic content – a bold move for a company that depends on people to use its internet and data services.

Background

Graphic social media content of people getting injured or finding themselves in dangerous situations has drastically increased in the last few years. The problem is that social media users often post and even more regularly share this type of content when they find it in their social feeds. The reasons are numerous – they forget that there are real people on the other side of the screen; they have become numb to this kind of content; or they find it interesting and entertaining. du Telecom inadvertently provides the means for people to consume graphic content through its services. However, du’s brand belief is to “add life to life.” This means that du always considers the societal impact their technology may have. So they created the #PostWisely initiative with the objective to encourage safer, more positive social media usage.

Describe the creative idea.

As part of du Telecom’s initiative encouraging people to #PostWisely, we created a campaign based on 4 real-life tragic viral videos. We flipped the camera, trapping the viewer in the victim’s point of view, so that they could see and feel some of the pain the victims experienced. Above all, we put the spotlight on the thoughtless people behind the camera who chose to capture the tragedy instead of helping.

Describe the strategy.

We tackled two audiences – the digital vultures who watched negative online content with grim curiosity and then shared it; as well as voyeurs who reached for their smartphones to film people in pain rather than taking any steps to help. We created an integrated social-first campaign that sparked consciousness of their behavior. Our executions were tailored and served at the right moment to bring about the change we were hoping for.

Describe the execution

We ran a fully integrated campaign across 3 phases, from 19 February 2018 to 07 May 2018. Phase 1: Teaser Snippets on social media invited people to talk about an important topic, starting 19.02.18 Phase 2: Launch event We hosted a round table event with media, psychologists, and influencers about the topic. This is where we launched our four main films. Phase 2: Amplification We contextually engaged audiences at the right moments through social media, programmatic media (targeting people based on interests), cinema, and partnerships with authorities, content creators and news portals. Phase 3: Sustain We re-targeted users who interacted with our content. Furthermore, community managers responded to comments made on our platforms, sustaining engagement. Regional influencers and high-profile psychologists used our channels to share their informed, educated opinions, adding credibility to our message, and sparking conversations.

List the results.

Over 20 million views Over 50 million impressions We changed behaviour: 76% of respondents stopped sharing negative content (IPSOS post-campaign survey of 1500 people) People rallied behind our cause: • #PostWisely became a top 10 trending topic in the region. • Over 6 million people organically reached • Campaign was endorsed by: -Over 30 popular influencers region-wide, gaining us massive exposure. -Dubai and Abu Dhabi Police, gaining us credibility and government support. -Popular media outlets, gaining us significant exposure. We became community leaders: • du was invited to host educational roadshows at UAE universities and schools. ROI: 180% earned media value.

Credits

Name Company Role
Bechara Mouzannar Leo Burnett Chief Creative Officer
André Nassar Leo Burnett Dubai Regional Executive Creative Director
Rafael Augusto Leo Burnett Dubai Creative Director
Anton Marais Leo Burnett Dubai Senior Copywriter
Bruno Bomediano, Rodrigo Leal Rodrigues Leo Burnett Dubai Head of Art
Dió Wenderly Leo Burnett Dubai Digital ACD
John Smeddle Leo Burnett Dubai CD Copywriter
Shadi Khermasho Leo Burnett Dubai Arabic Copywriter
Shereen Mustafa Leo Burnett Dubai Head of TV Production
Elham Abi Rached Leo Burnett Dubai TV Producer
Haytham Dayeh Leo Burnett Dubai Business Lead
Omar Kishk Leo Burnett Dubai Account Director
Mahmoud Jaber Leo Burnett Dubai Senior Account Manager
Danielle Jamal, Pooja Beri Leo Burnett Dubai Planners
Ali Mostafa Big Kahuna Films Director
Michel Dierickx Big Kahuna Films DOP
Jonathan Ashton, Marwa Al Malik MSL Project Managers
Walaa El Saloussy, Hossam Sherif, Haneen Abdueida Hearts & Science Project Managers
Abdulwahed Juma du - Telecommunications Executive Vice President
Humaida Alkhalsan du - Telecommunications Director Corporate Communications
Rabab AlAbbas du - Telecommunications Manager Corporate Communications Projects
Naema AlShehhi du - Telecommunications Senior Executive Corporate Communications Projects
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